B2B Brand Portfolio Strategy (Paperback) (ISBN-13: 9783659529191)

'To structure and manage their portfolio of brands is one of the biggest challenges businesses face nowadays'. - Philip Kotler - Companies whose product offerings include multiple brands know that their brand and company reputation is a valuable asset. Yet what many of them may overlook is how important it is to customer to know what company is behind the brands they buy. Multi-brand companies can easily miss a valuable opportunity to use their brand reputation to bolster the reputation of their products, thereby creating one powerful multi brand strategy to help them build and protect corporate reputation and drive strong business results. In this publication, we present a new framework for B2B brand portfolio management and explore with two case studies the challenges in today's global market place. We will give first hand insights in this challenging task of managing multiple industrial brands with secondary and primary research. Managers, professors and students can get valuable knowledge from this publication.

Author: Pfoertsch Waldemar a.,Schaefer Christian Peter
ISBN-10: 3659529192
ISBN-13: 9783659529191
Publisher: LAP Lambert Academic Publishing
Language: English
Published: 06/22/2015
Pages: 152
Format: Paperback
Weight: 0.51lbs
Size: 9.00h x 6.00w x 0.35d